São Paulo is the Brazilian state that welcomed most international tourists in 2025, with almost 2.5 million (2,494,632) arrivalsBritish tourist arrivals in Brazil surged by 22.02% in 2025, with 169,319 UK travellers visiting the country between January and November. This increase contributed to a record-breaking year for Brazilian tourism, which saw a 40.6% rise in international arrivals, totalling 8,390,708 foreign visitors.
The Brazilian Tourist Board (Embratur) attributes this growth to the country's diverse attractions. According to their data, 42% of British tourists are drawn to Brazil for its culture, 38% for its warm and sunny climate, 31% for its beaches, and 22% for its gastronomy. Marcelo Freixo, Embratur's president, stated, "This is an exceptional year for tourism in our country, and we will surpass 9 million international visitors."
Direct flights from London to São Paulo and Rio de Janeiro have facilitated this influx, with 1,135 flights planned for 2025, offering 374,551 seats. São Paulo remains the top destination, welcoming nearly 2.5 million international tourists, followed by Rio de Janeiro with 1,972,928 visitors.
Argentina continues to be the largest source of tourists to Brazil, with 3.1 million arrivals, an 82.1% increase from 2024. Chile and the United States follow, with 721,497 and 677,888 arrivals, respectively.
As Brazil continues to enhance its tourism offerings, the positive impact is felt nationwide, creating jobs and opportunities for thousands of families. Embratur's efforts to expand air travel and diversify destinations are placing Brazil on a new level in the global tourism landscape.
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